Marketing Degree Show & Beyond: Attracting Your Target Audience:

Tuesday 8 February 2011

Trainer: Marie Milligan, Enterprise Officer

© UAL written by Marie Milligan 2010, 2011. N.B. The presentation has been revised so that guidance that was spoken in the workshop, is included here for your reference, hence lots of text!

“…marketing is the management process responsible for identifying, anticipating and satisfying customer* requirements…”

- Chartered Institute of Marketing

Marketing Is…

© Mirko Macari via Flickr under the following Creative Commons Licence

CATALYST

©Louise via CC

Marketing Is…

A Promo Campaign Needs…

1.A Clear Marketing Goal

2.Creative Ideas to Design Strategy

3.Available Resources (Time, £, People, Space)

4.Effective Communication Methods

5.Attractive & Memorable Design

6.Project & Time Management Skills

7.Development of Customer Relations

To attract to attend show…

To view show/buy/ feed-back?

To offer grad opportunity (i.e. work)?

Marketing Goals

Aim 1: Before

You might have several marketing aims:

Aim 2: During Aim 3: After

Aim 2: During the show, I want/need to:• Celebrate• Get feedback• Get income• Get sales• Get reviewed• Raise profile• Make contacts?

Overall Goal/NeedsWhat do you want your degree to enable?

Audience: These are the people

who can help me meet aim 2:

• Friends/family• Peers/tutors• Past/potential

employers or commissioners

• Collectors/ Journalists?

Aim 3: After the show, I want/need to:• Get work• Get income• Get stockists /

sales• Get featured /

get exhibited• Raise profile• Make contacts?

Overall Goal/NeedsWhat’s your post degree show aim?

Audience: These are the people

who can help me meet aim 3:

• Past/potential employers or commissioners

• Collectors/ Journalists?

• Gallerists/ shop owners etc?

Invite ListCombine your people from aim 2 & 3:

• To create mailing list

• Set up spreadsheet

• Contact details (name, email and / or address, job title, organisation etc)

• Create column to log your contact with the person (i.e. date contacted / what sent / ‘rsvp’ received etc.)

© Image courtesy of: bumperstickerz.com

2. Refine WHO you’re promoting each to…

• Your audience/ future buyers/ stockists / collaborators / investors / promoters / employers etc!Revise your list!

1. Define WHAT you’re promoting (based on needs…)

• Your show (i.e. the experience)

• Your products & services (i.e. work exhibiting or selling/ potential work)

• You! (USP)

Market AttractionTo achieve marketing aims 1, 2 & 3…

© Image courtesy of: bumperstickerz.com

2. Refine WHO you’re promoting each to…

1. Define WHAT you’re promoting…

Market AttractionTo achieve marketing aims 1, 2 & 3…

3. You then define HOW you will promote your WHAT, based on WHO!

Before:Invites?

During:Moo cards,

signage?

After: CV & folio, online site?

Marketing ToolsAims 1-3 will have a different ‘how’ or tools:

Aim 1: Before Aim 2: During Aim 3: After

Physical

Offline

Virtual

Online

Press PackNewspapers

Magazines Flyers

PostersNetworking

BrochuresWord of

Mouth

EmailSocial MediaBlogsWebsiteE-PortfolioAdvertsArtist statement

What will your ‘who’ prefer to receive/see?

Marketing Options

Aim 1: to invite/attract to show & Aim 2 & 3: to view, buy, offer work?]

A few points if you use online marketing:

• Do you need your own website? If so, what will you use it for?

• Can you use existing profile sites? Which one(s) are appropriate for your needs/who?

• What’s written (‘copy’) / uploaded (image/videos) already?

• Accurate? Appropriate for ‘who’ to see or stumble on? Cull! Update! Privacy settings!

Tools: Digital Footprint

Marketing LanguageWhat ‘copy’ on your tools?

• Depends what will entice your ‘who’ to take action (to attend/buy/offer…)

• What’s their communication preference?

• How attractive is the invite?

• Do you speak their ‘language’?

• Ultimately, what benefits/experience you’ll offer them at show & after? (i.e. USP)

Aim 2 & 3: During & After the Show…• Celebrate• Get work/

income• Get stockists /

sales• Get featured /

get exhibited• Raise profile• Make contacts?

Remember Their NeedsYour needs match? Highlight what you can offer them in your copy! Entice them…

Audience Aims:During/After Show…• Enjoy show!• Find employees/

freelancers• Find stock /

exhibitors • Find news / write

articles• Networking

Start as you mean to carry on!

• Communicate professionally - present best / consistent version (i.e. ‘brand identity’)

• Be approachable & visible every day of show

• Be informative (talk/tools) & be curious back (ask q’s)!

• Gather contacts (future PR) & feedback

• Communicate afterwards if say you will

Marketing Communication

Marketing TimelineMarketing is a small part of your show!

• Prioritise what you can achieve with available resources (time/£/skills/people)

• Creating promo tools for aim 2 & 3 – ideal but not essential (your work is!)

• BUT if you can, capitalise on the opportunity – huge potential audience at show

• Fantastic global marketing opportunity!

Consider before, during & after…

• How did it go (marketing strategy/event management/show)?

• What success stories?

• What feedback?

• Unexpected opportunities?

• What reward?!

Marketing Evaluation

YOU

1-1

Events

Work-shops

Web

Further SupportMarie Milligan / Pei-Chin Taywww.ecca-london.org

Archive of past talks. marketing & fundraising:

www.ecca-london.org

Start-up workshops inc. marketing & fundraising:

www.ecca-london.org

Preparing for Degree Show: 1-28 Feb www.arts,ac.uk/yourdegreeshow